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2019 BRONZE POSITIVE CHANGE/GOODWORKS. BRANDS RUSSIA
Befriend your grandma
RAN IN: Russia
Audience: Audience of the project were senior subscribers who now use communication services only to call their loved ones. They don’t use mobile Internet as they don’t know how and generally cautious about everything. They lead quiet life of measured pace which revolves in first place around their family. Brand target audience, which we had to avoid putting off, were 20–35 year-olds, from large cities, advanced and socially active. They spend lot of time in Web from mobiles: social networks, music and videos and can no longer imagine their life without smartphone and mobile internet.
Objectives: - Grow the number of 4G-users among the 50+ audience by 15%; - Increase average ARPU among 50+ by 5 rubles; - Improve the brand image among the mass audience (a significant increase in the image attribute “For people like me”).
Language: English, Russian